Integrate Customer Needs Into Better Products
Up-stream Marketing with Foresight™ is our methodology for identifying high-value customer requirements. Our highly successful approaches will help you better understand customer needs and integrate them into compelling product features. Techniques include:
- Customer profiling
- Feature gap analysis
- Customer feedback gathering and analysis: focus group, personal interview, and on-line / written surveys
- Test market assessments
Foresight takes pride in making sure our clients receive data that most accurately reflect customer thoughts. Only then can the firm be confident that product features meet the customer’s needs. For example, Foresight works to ensure that the focus group protocol is properly designed to provide unbiased answers that truly reflect the customer’s views. In addition, Foresight believes that just recording a respondent’s response often fails to accurately reflect the customer perspective, so we use techniques to draw out “the why” for a focus group participant’s response. Better data ensures a more compelling feature set.
One approach to attain product leadership is to compare your product offerings to validated customer needs. This requires an aggressive assessment and prioritization of existing customer needs, as well as the identification of critical customers in specific future time periods. This requires an astute understanding of market forces and customer information gathering techniques. But just as importantly, is integrating an understanding of major competitive product portfolio improvements – data that many companies neglect to assess. Only by assessing the customer and the competition can a company be confident that it is planning correctly for it future product portfolio. Foresight has the skills and experience to drive these types of portfolio roadmaps.
For additional Foresight perspectives on integrating customer needs into product design, click on Marketing Blog for recent postings or click on Resources for self-help resources and case studies.